Online marketing
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A customer’s journey
A customer’s journey 599 400 Eduard

The journey that a customer makes. Via different channels, on different devices and at multiple locations. Sometimes this takes a few minutes, sometimes a few months. From the first introduction to a company up to customer retention. What does a customer’s journey look like and how can a company respond to it?

Many different models are known that describe this journey. Yet they all come down to the same thing;

Reach the right people

First of all, we as a company must reach our customers. To let them know who we are, what we offer and why we are better / nicer / faster / cheaper / etc than anyone else.

Motivate them to do something

The next step is to motivate these people to do something with our product, service or brand. This can be, for example, an insurance calculation, filling in a contact form or following a company via social media or the newsletter.

Activate them to buy something

If we have the attention we will proceed with the action. That can be a purchase in a webshop or taking out an insurance policy, for example. We are talking about converting.

“Pamper” them to keep them

Many models that describe a customer journey stop here. We have received the attention of the customer, he has done something with our product, our service or our brand and has proceeded to the “purchase”. But it really only starts here. We are now talking about customer retention or loyalty. “It costs us 5x more to find a new customer than to keep an existing customer!”.
It would be a shame not to take that final step. We have made a new customer happy, how can we best keep it?

Reach → Motivate → Activate → Keep

Study the customer journey
One of the success factors of the use of online marketing is to take into account the journey that your customer makes. The big challenge is to always be relevant in communication, rather than irritating. What this customer journey looks like will vary per product or service but also per person.
So there is no standard solution that is applicable to every company. However, we can work out what we want or can communicate in each phase. We then look at the results and investigate what works well and what doesn’t. Thanks to all the insights we receive, we can better align our online marketing approach with the (information) needs of our target group.
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The importance of an integrated approach
The importance of an integrated approach 718 478 Eduard

An integral approach, in other words; a complete approach. This is perhaps the biggest challenge for a company. Using multiple resources to achieve an objective. Taking your customer’s customer journey into account and always being relevant without becoming annoying.

Many companies miss the mark
You probably recognize it; You have viewed a pair of shoes or a telephone in a webshop and then you are chased infinitely long with advertisements a

bout that pair of shoes or that telephone. Maybe you have already bought it and you get to see the same ads all the time. This is a good example where the webshop does not allow the advertising campaigns to be part of the entire picture. In this case the webshop does not work according to an integral approach.
 
Fortunately, we also see many companies that succeed (for the most part) in having all the different means work together well.

If you opt for a collaboration with EduardO you are also able to set up and roll out an (online) marketing plan according to the integrated approach. Whether it’s for your own company or that of an employer …

Showing relevant information and advertisements during the entire customer journey means that all means that we use must support each other. In the assignment you yourself started to think of different means that connect with the customer journey. You have thought about the integrated approach for a painting company.
Everything must be right to work from a first meeting to a loyal customer. This applies to advertising campaigns, findability in the search engine and the use of all other channels.

From reach to visit and from visit to customer.

We first try to reach the right people with an appealing message. If we then get our target group on the website, the website must match perfectly. It is therefore important that we use an integrated approach. We can develop the best ads, but they must be shown to the right people. The website fits in perfectly with this, so that the visitor is invited to make a purchase.
If you start thinking in advance about which channels are used during the customer journey, you will soon discover how important it is that every step is correct.
This integrated approach goes further than just online. Radio, television and print can also be part of this. The platforms such as the website and any apps are part of this but also the physical store.
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Online Marketing; resources instead of goals
Online Marketing; resources instead of goals 708 471 Eduard

After we are clear about our identity, we are going to investigate which channels are relevant for our company to use. Online marketing is therefore not so much a different form of marketing. We only have many new possibilities to spread our message. We therefore do not see online marketing as a goal but as a means. Many resources even. It is important to realize that the use of online marketing should never be a goal. We have an objective from our company and are going to investigate what resources we can use to achieve this objective.

A good business plan

We often see companies using social media, for example, without knowing why. Facebook pages with hardly any followers and no interaction. Twitter from a company where we have not seen tweets for 3 years.

It starts with a good business plan. A clear strategy or simply a good idea!

The proposition:

Who are you as a company, what do you do, how are you distinctive, who is your target group and what is your objective?

The platforms (online):

We can use multiple platforms online to get that proposition into the world. We can develop a website, use apps or use company pages on social media.

The means:

To get the proposition that is placed on 1 of the platforms into the world, we can use different means for this. The search engine, social media, e-mail, and so on.
The choice for a company which platforms are used and which resources are used is all based on the target group and objective. How can we reach these people? How can we improve our service or product experience?
The chosen resources that are used must contribute to the objective.

The insights

“50% of our marketing budget is not used efficiently, we just don’t know which 50%” – Freddy Heineken.

As a last part we look at the statistics. One of the advantages of using all online resources is the insight. If you do it right, you can calculate the return on almost every euro spent.
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What is CRO?
What is CRO? 731 476 Eduard

Before we start with the content part of conversion optimization, we will deal with a number of basic concepts. We also include a number of examples of the importance of conversion optimization. Then we look at the most common mistakes in a website or webshop and we teach you which figures you can look at to determine which part of your website needs the most attention.

E-commerce conversion rate

To get started with conversion optimization, it is important that you know what a conversion ratio is. The terms “conversion rate” and “conversion rate” mean the same thing.
The conversion rate is the percentage of visitors to a website or webshop who have completed a conversion (goal). We can calculate the conversion rate based on a formula.
In the formula we start with the number of conversions divided by the number of visitors. If you multiply this number by 100 then you have calculated the conversion rate.

  • (conversions / visitors) * 100 = conversion rate example: (1/100) * 100 = 1%

Cata’s sneaker web shop

Cata has a webshop in which he sells sneakers. In the month of January of 2017, he had a total of 540 orders in his webshop. For Cata, an order is a conversion in this case because the visitor has completed the set goal (a purchase in the sneaker web shop).
Cata sees in his statistics that he had 22,350 visitors in January. Based on these 2 data we can calculate the conversion rate. For this we use the formula “(conversions / visitors) * 100 = conversion rate”.
If we enter this formula, we get the following calculation. We start by dividing the number of conversions by the number of visitors;
540 divided by 22,350 is 0.02416.

Now we only have to multiply this number by 100;
 
0.02416 times 100 is 2.416.

The conversion rate of Cata’s sneaker web shop was therefore 2.416% in January.

With conversion optimization, we aim to increase the conversion rate. The result is more conversions without the need for more visitors.
Let’s repeat it again with a calculation example;

With a conversion rate of 2%, we get 2 conversions out of every 100 visitors. With a conversion rate of 4%, we get 4 conversions out of every 100 visitors.
A doubling in the number of conversions without having more visitors to your website or webshop.

Average value per conversion

If we extend this example with the average value per conversion, then we can also calculate what this entails in terms of turnover.
The average order value of the Imane webshop was € 28.69. With 2 conversions / sales, she has a turnover of € 57.38. When her conversion rate rises to 4%, her turnover becomes € 114.76 (4 * € 28.69) from every 100 visitors.
In the example we dealt with in the assignment, Imane had 27,239 visitors in January. Take a look at what happens with its turnover if the conversion percentage rises from 2.34% to 4%;
 
27,239 visitors * 2.34% conversion rate = 637 orders. 637 orders * € 28.69 average order value = € 18,275.53
27,239 visitors * 4% conversion rate = 1,090 orders. 1,090 orders * € 28.69 average order value = € 31,272.10

Turnover increase of more than 71%
By working on the user-friendliness of her webshop, she increases the conversion rate and in a month she quickly earns € 12,996.57 more than before. That is an increase of more than 71%!

Maths lesson or online marketing?

Maybe you are a bit dizzy now about all numbers and calculations. Fortunately conversion optimization is not about numbers and calculations. We are mainly working on improving the website or webshop. It is useful to be able to make this type of calculation for 2 reasons;

  1. Identify the current situation
  2. After making changes to the site, be able to calculate what the effect has been on the number of conversions and the final turnover

The rest of the process has little to do with numbers and is mainly about the design of your website, the navigation in the site, the confidence that your website exudes and things like the checkout process.

Another example;

In this example we see that the turnover has risen much faster than the number of visitors. Next year you will learn a lot more about statistics, but with a preview.
The number of sessions (number of times the website was visited) increased by 90.72% while the revenue (turnover) increased by 187.02%.
This can be explained by the increase in the conversion rate and a fairly constant average order value. In many cases, it is therefore more interesting to work on your conversion rate than just on visitor numbers!

The conversion rate must be higher …

The right message to the right people! With conversion optimization we quickly think of improving the website or webshop, but that only makes sense if we know for sure that we have the right visitors on the site.

Reach the right people
 
For the search engine optimization you have done extensive keyword research and with content marketing you have worked out personas. Even in the “the
introduction ’you have already considered the description of your target group. By doing this ‘preparation’ well, there is a good chance that you will reach the right people with your message.

The right message

You have also thought about your message. What do you put in the ad text or banner? What content will you develop? Only when you have completed these 2 steps can we look at the last step; improving the user experience on the website.

Complete goals on the website

Only when we have received the right people with the right message on the website or webshop does it make sense to start with conversion optimization.
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The goals & KPl’s
The goals & KPl’s 599 400 Eduard

KPI, Critical Performance Indicator. Easier said; The most important figures that we look at to determine the success of our (online) marketing efforts.

Which numbers?

What figures do you look at to assess the success of using your online marketing? What goals do we have to achieve?
You have an objective with your company and to achieve that objective you have made a plan about the use of online resources. It is then very useful to know in advance which figures you will be looking at. This helps you get the right insights from the first moment. With the right insights you also know what else might have to be done. What is going well and what could be better?
From reaching the right people with the right message. To the visit to your website, your store, your app or your social media. With the ultimate goal of turning this visitor into a (loyal) customer.

Reach the right people

So it starts with reaching the right people. What statistics can you look at to determine if you reach the right people? For this too we go back to the basis of a company; the target group description. The better you know them, the easier it is to determine whether you reach the right people.
Almost all online marketing resources give you insight into issues such as age, gender, interests, and so on. Those are
 
also exactly the statistics that we are going to view first. Does our message reach the right people? Then we continue to the next step; the right message.

Invite them with the correct message

We now know that we reach the right people, but does the message match? For example, consider the call-to-action. Is it inviting? Try to delve into the (information) needs of your target group so that your message is consistent.
Here too the customer journey returns. Someone who is about to buy something is more interested in a targeted offer than in general information. Someone who is still orientating needs more help with making the right choice than with a targeted offer.
We tailor our message to the person and the phase in which it is.

We gain insight into this by looking at statistics such as which search query is used in the search engine, which pages on my website have been viewed and this visitor has already visited our website before. The better you understand the customer journey, the more relevant you can make the message.

Encourage them to complete set goals

If you have done this correctly, we will get the right people through the right message on our website. It must then happen on your website. To assess the quality of a visit to your website, we look at statistics such as the time your visitor stays on the website, how many pages are viewed per visit and which route is followed by your website.
We also look at which visitors complete the desired goals. Think of a purchase in a webshop, filling in a contact form, a newsletter subscription, a download of a brochure, and so on. The better you define the goals of your website, the easier it is to assess the quality of a visit. Continue to improve your website so that a larger percentage of your visitors transfer to the set goals.

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